1. 10 Step Marketing Plan
for Hewlett-Packard
(Enterprise Services)
Sarah Cate
Emmanuel Junio
Paul Maravillas
March 2013

2. Disclaimer
This 10 Step Marketing Plan is part of the mandatory
requirements of Prof. Remigio Joseph De Ungria’s
AGSB marketing management class.
The data included in this report are based on publicly
available data such as those on internet websites,
news, package declarations, public reports.
When appropriate, data are “masked” so as not to
create unexpected conflicts.
The reports are posted and linked on slideshare, blogs
and facebook so that there is easier sharing among
students from different marketing classes.

3. Steps 1 to 5
Summary headline of your
PTM and market
1. Small, Medium and Large Corporate
Enterprise businesses
2. Customers want the best high-quality IT
solution and services to optimize business
3. Competing 3rd Party IT Service Providers
(IBM and Fujitsu) or In-house support
4. Gap is all other IT vendors offer the similar
services at cheaper price
5. $184B USD. HP niche is $34.678B

4. Steps 6 to 10
Summary headline of the
marketing mix & strategy
6. IT Enterprise Services
7. HP price is more often higher than
competitor price
8. All promo methods (ads, media,
entertainment, commercials, multi-media,
experiences, etc)
9. Global (AMS, EMEA, APJ)
10. Differentiation as the Generic Winning
Strategy

5. 1. Primary Target Market
 Corporate Businesses
- Small, Medium, Large Enterprises
 Government or Private Businesses engaged in IT
technology and IT services
 Onsite and Remote (Virtual) Management IT Services
 IT Services for ALL industries (Consumer and Retail,
Energy, Financial Services, Healthcare,
Transportation, Manufacturing, Communications,
Media and Entertainment, Government, etc)

6. 2. Customers’ Needs,
Wants and Demands
Enterprise Customers choose HP for the best IT
solution and services
Enterprise Customers:
 Need to run the business the most efficient
and effective way possible
 Want to be secure, patronized by the end-
users/clients
 Demand/expect the Best service (with value
added end-to-end service) for the price

7. 2. Enterprise Customers’
needs, wants and demands
Self-Actualization
Enterprise Customers need Needs
to go beyond the basics (Self-Development
& Realization)
Enterprise Customers need Esteem Needs
Recognition, Awards, etc (Recognition,
Status)
Enterprise Customers needs
Social Needs
acceptance from End-users/End-Customers
Enterprise Customers needs
business security Safety Needs (security, protection)
Physiological needs
Reference: Maslow’s Hierarcy of Needs Marketing Management, 11th ed, Philip Kotler
7

8. 3a. HP and its competitors

9. 3a. Variables affecting
Competition
 Price (more expensive than competitor price)
 Total Contract Value Diamond (>=$500M), Platinum
(>=$150M and <= $500M), Gold (>=$50M and <$150M),
Bronze (<$50M)
 Capability Offerings (What HP can do)
 End-to-end Service Offerings (plus value add)
 Service Window (24x7, 8x5, Follow-the-Sun, etc)
 Service Level
 Platinum (99.9995%), Gold (<=99.99%), Silver (<=99%),
Bronze (<=98%)
 Exclusivity of service (Leveraged/Dedicated)

10. 3b. Positioning Maps
# Company
1 IBM # Country Companies
2 HP
3 Fujitsu 1 United States 53
4 CSC
5 Accenture 2 United Kingdom 7
6 Capgemini 3 Japan 6
7 Hitachi 4
8 Ericsson France 5
9 NTT Data Corporation 5 India 5
10 NEC 6 China 5
11 BT Global Services
7 Other 19
12 T-Systems
13 Lockheed Martin
14 SAIC
15 Atos Origin
16 Huawei
17 Siemens
18 ACS
19 Microsoft
20 Digital China

11. 3b. Positioning Maps
(Price/Size Matrix)
Price/Size Small Medium Large
High price
Low Price

12. 4. HP positions strongly in a
Differentiation market opportunity
HP is the only IT company:
 which ranks in the top 10 in Fortune 500
 which offers end-to-end IT solution (hardware,
software, services, etc) to small, medium, large
enterprise business; private, or government
institutions
 has strong global presence across the globe
 that pioneered Green revolution (eco-friendly IT
solution)

13. 5a. Market share
The world's leading companies in IT services are IBM, HP and Fujitsu.
With services revenues of US$ 37.3 billion, IBM remains the largest IT services
company in the world.
HP (2) however, almost closed the revenue gap with IBM, after taking over EDS in
2008: HP now posted services revenues of US$ 34.7 billion.
Fujitsu and CSC held on to positions 3 and 4 on the list, respectively, followed by
consultants Accenture (5) and Capgemini (6). Ericsson (8) boosted services
revenues in 2009, entering the top 10 as a result, while Hitachi (7) had a more
difficult year (–10%).
All of the top 10 companies brought in more than 10 billion USD, and 93 of 100
companies in the Services Top 100 posted revenues above 1 billion in 2009.
Together, the Top 100 saw their revenues creep up 1.7% to US$ 453 billion.
Protected by long-running outsourcing contracts, most firms did not suffer any
material declines during the economic crisis. Probably, the industry will return
to double-digit growth rates when the economy gains traction.

14. 5b. Market Size
Services Revenue
# Company
US$ M
1 IBM 37,347
2 HP 34,678
3 Fujitsu 26,935
4 CSC 16,281
5 Accenture 15,555
6 Capgemini 11,255
7 Hitachi 11,050
8 Ericsson 11,031
9 NTT Data Corporation 10,425
10 NEC 9,555
11 BT Global Services 9,237
12 T-Systems 8,744
13 Lockheed Martin 8,087
14 SAIC 7,547
15 Atos Origin 7,386
16 Huawei 7,277
17 Siemens 6,949
18 ACS 6,700
19 Microsoft 6,265
20 Digital China 6,218
Source: http://www.servicestop100.org/services-top-100-the-worlds-largest-it-services-companies-2010.php

15. 6a. HP Products and Services

16. 6b. Product Description
HP offers:
 the state-of-the-art technology
 the best high quality products and
services

17. 7. Price
 HP’s price is 20-30% higher than
competitor products and services
 But is almost at par with IBM price

18. 8a. HP uses all
promotional methods

19. 8a. HP Marketing

20. 9. HP is located everywhere
 Globally available
 AMS, EMEA, APJ
 Onshore, Nearshore, BestShore
 Local or overseas
 Virtually, Remotely or Physically
available

21. 10. HP Winning strategy?
HP’s strategy is to dominate the IT
Enterprise niche market and to continue to
become the number one (1) IT industry in
the whole world
HP has excellent products and services
available globally with proven track record
through the ages

22. Summary

23. Steps 1 to 5
Summary headline of your
PTM and market
1. Small, Medium and Large Corporate
Enterprise businesses
2. Customers want the best high-quality IT
solution and services to optimize business
3. Competing 3rd Party IT Service Providers
(IBM and Fujitsu) or In-house support
4. Gap is all other IT vendors offer the similar
services at cheaper price
5. $184B USD. HP niche is $34.678B

24. Steps 6 to 10
Summary headline of the
marketing mix & strategy
6. IT Enterprise Services
7. HP price is more often higher than
competitor price
8. All promo methods (ads, media,
entertainment, commercials, multi-media,
experiences, etc)
9. Global (AMS, EMEA, APJ)
10. Differentiation as the Generic Winning
Strategy

25. 10 Step Marketing Plan
for Hewlett-Packard
(Enterprise Services)
Sarah Cate
Emmanuel Junio
Paul Maravillas
March 2013